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SCRIBE FOR A DAY: JERRY JONES EXTOLS MARKETING IN COLUMN
Published August 30, 1995
Cowboys Owner Jerry Jones expressed his views on the NFL's marketing and sponsorship system in a guest column in this morning's DALLAS MORNING NEWS. Jones opens, "The face of professional sports is constantly changing. My personal philosophy regarding change -- and progress -- is that innovation is not a spectator sport. You better be one of the group that is spearheading change and pushing the envelope." Jones continues by addressing his team's "recent moves in the areas of marketing and sponsorships." Jones: "Anything done by the Cowboys in the area of team marketing is done in a progressive spirit, with the intention of benefiting the entire National Football League." Jones adds that the "primary flaw" in current revenue sharing of NFL Properties "is that it eliminates the incentive for teams to go out and aggressively create marketing opportunities that are unique to their team and community." Jones: "Quite frankly, we can all do better at the local level." Jones writes that individual franchises "are much better suited to create their own unique marketing strategies than a central sales force that is located in New York City." EVERYTHING YOU NEED TO KNOW YOU LEARNED IN KINDERGARTEN: Jones writes that he believes revenue sharing "is critical to the overall balance and success of a league. I also believe the time has come to modify some of the procedures we have in place for creating and distributing revenue." Jones notes that he is against changing the system in which television and gate money are split, and adds that the ticket revenue sharing system "has worked on the incentive plan," encouraging local teams to hustle "to put people in the seats" by rewarding them with 2/3 of ticket revenue. Jones: "I believe that each team could easily improve upon the 5 percent that is currently generated by NFL properties." BALANCE WILL REMAIN STABLE: Jones believes an incentive-based system "is not going to upset any perceived balance of power, it's only going to open untapped outlets of opportunity." Jones says "safeguards" could be established to help teams with "geographic or economic disadvantages in this new way of marketing." Jones: "The league is only as strong as our weakest team" (DALLAS MORNING NEWS, 8/30).